New Features Coming To Adwords

By Expert Author: Jamie Judson

Google AdWords have been a godsend to advertisers. It allows important data about the people who view and click on advertisements to be collected and for the ads to be subsequently optimized so that they are much more efficient. Many companies rely on this service in order to make sure that their ads are as effective as possible. Naturally, there were some worries when Google announced that there were going to be changes in 2014, but those worries were assuaged by the official release. There are now even more features for an advertiser to enjoy.

1. Better Reporting
Before, all of the information that was collected by AdWords had to be manually transferred from the AdWords site to an Excel spreadsheet where it finally could be examined, analyzed, and manipulated. One of the main changes to AdWords is that the information will be made immediately available in a format that can be immediately manipulated without any transfers being necessary. Because of this, it will be possible to use live data that is constantly changing to make reports for a company, increasing their accuracy.

2. Automated Bidding
It is possible to set AdWords so that it automatically maximizes revenues for a company, or maximize the number of people who enter a site and actually purchase something. Before the changes were made, it wasn't possible to do this except through platforms that were provided by a third party company.

3. Gather Information from Existing Apps
Another huge feature coming to AdWord is the increased ability to be able to gather information from apps that a person has already downloaded. This will provide information regarding the types of apps that a person is interested, allowing companies to develop features that will appeal to the user in the future. Other information will include when the app was downloaded, whether the app is deleted, how often the app is used, and the length of time for which the app is used.

4. Increase Deep Linking
Deep linking with regards to apps is when websites will be able to directly link into an app so that a person will automatically use an app. This is because of the recent finding from Google that most apps downloaded by users (80%) are only used once and are then deleted, either promptly or after a period of time where it sits unused.

5. Draft Mode and Testing
Another huge change is the introduction of a "draft mode" which can be used for testing. Advertisers are able to simulate precisely what will happen if they make certain changes, allowing more efficient changes to be made without a great deal of effort or risk. The rationale behind this AdWords feature is that it will enable advertisers to make decisions based on data, which tends to be much more stable and predictable than other methods of making decisions.

6. Syncing for Estimated Total Conversions
Conversions are the number of people who enter a site and become actual customers, rather than hypothetical customers. This number is very important to companies because it lets them know how well their advertisements are working and whether or not they need to be tweaked. Before, only one or two different devices would be able to collect information. Now, all devices, from mobile phones and tablets to desktops and laptops, can be used to gather information about the activities of customers and determine the estimated number of total conversions.

7. One Change Across Many Platforms
Before, each campaign had to have its settings changed manually, on an individual basis. Now, it is possible to simply make bulk changes that will affect each and every campaign.

These exciting changes will allow advertisers to be more accurate and efficient as they make changes to their campaigns.